US SWIM SCHOOL ASSOCIATION NATIONAL CONFERENCE

ORLANDO, FLORIDA OCTOBER 11-13, 2017

ABOUT THE EVENT

The 29th Annual National Conference Breakthrough to Excellence hosted in Orlando, Florida is designed with you in mind! Immerse yourself in a USSSA conference like no other with keynotes from three book authors, two Olympians and one CNN hero, and that’s all before lunch. At this conference you will learn how to unlock a new standard of success for your swim school business. Dive deeper into a new kind of consumer journey, discovering how to create a unique customer experience and get ready to stand out in today’s digital world. You will also learn how to rewire your management style to success and connect with your staff’s human need to belong. And we have not forgotten about your swim instructors either, our swim instructors track includes a session by none other than Laurie Lawrence, a former Olympic coach and international expert in infant swim instruction.

This conference also provides the perfect destination for a balance of work and play with Disney Springs within walking distance of our hotel. We are also excited to offer a special behind the scenes Disney World Tour (add’l charge) on Saturday morning and discounted Disney World tickets available to conference attendees.

You won’t want to miss this conference filled with brilliant topics, outstanding exhibitors, opportunities to network, lunch and learn, breakouts, book signings, awards banquet and more!

In order to maximize resources and provide you and your team with the best possible conference experience, we have made some changes to the pre-conference course fees. This additional fee will enable us to take care of your team, keep them on-time and enable them to focus on their training for the day. We look forward to serving you and your team in Orlando at the USSSA National Conference!

Alert: Please be aware that recently, a few of our members have received phone calls from individuals claiming to be from the Hilton Hotel. However, this is a scam! The Hilton Hotel will NOT contact you to make reservations. Please use the link found on this page to book your hotel room in our room block. Thank you.

Please Note: We are excited to be hosting the USSSA National Conference in Orlando, Florida. We are confident in the preparations made by the venue to weather recent storms and are continuing to maintain regular contact with hotel representatives. Lisa Zarda, our Executive Director, is also closely monitoring the storm systems in the Florida area. Should a situation arise that would make it impossible to hold the event, USSSA will directly notify all attendees and reimburse their registration fees. Your safety is our top priority. Please let us know if you have any more questions. We look forward to seeing you soon!

SCHEDULE

Tuesday 15th

Wednesday 16th

Thursday 17th

Friday 18th

Saturday 19th

8:00 - 5:00

Infant Toddler Course (additional fee)

1:00 - 4:30

Board Meeting & Lunch

5:00 - 6:30

Welcome Reception With Exhibitors

7:00 - 8:00

New Owner Member Breakfast

(invite only)

8:10 - 8:35

Welcome & Opening Remarks

8:35 - 9:35

The Loyalty Loop: How little things add up to big business!

Andrew Davis

We spend a lot of time telling people how different our swim schools are. But conduct an online search for any local competitor and you’ll quickly find that we all sound the same. It’s time we stop telling people we’re different. Start showing them you’re different. It turns out one of the most effective ways to grow your business is changing the game. Treat your existing clients as your most valuable asset and do a lot of little things that differentiate your experience. It’s time to exploit your loyalty loop. The loyalty loop leverages your existing swim school clients to drive a steady stream of highly valuable, high-margin, new business right to your pool.In this exhilarating, hour-long, keynote address, best-selling author and marketing guru Andrew Davis, will help you harness the power of the new consumer journey. You’ll learn how to build anticipation, harness the honeymoon period, and craft inspirational moments that result in new business. (You'll also learn how the loyalty loop helps foster a new generation of swim school leaders.) You’ll leave inspired to re-think the way you win over new customers and transform the way you service the clients you already own. Are you ready to embrace the Loyalty Loop?

9:35 - 10:15

Hydration Station - Exhibits Open - Davis Book Signing

10:15 - 11:05

Excellence is No Accident

Laurie Lawrence, Laurie Lawrence Swim School

Dr. Laurie Lawrence is an Australian rugby representative, eight time Australian Olympian, ISHOF Honoree and Gold medallion holder plus Olympic world and gold medal coach. He is hailed as Australia’s answer Anthony Robbins. Laugh, cry and be inspired as Laurie relates stories of a remarkable life from his experiences as a starry-eyed kid in 1956 chasing autographs around the Tobruk pool in Townsville where Australia’s greatest ever Olympic team assembled and trained, to successes at the Olympics.A poet and a story teller he analyses why some people are successful, why they are leaders not followers. He will challenge you to take on the habits of these successful people, and give you a plethora of information to set you on the “Highway of success.”This presentation is not to be missed. This presentation alone is worth the price of the Conference.

Turn your next customer into a referral magnet.Now that you've learned all about the power of the Loyalty Loop in this morning's keynote session, it's time to put it into practice! In this interactive, fun and productive breakout session, keynote speaker and bestselling author, Andrew Davis will help you take the first steps in transforming your loyalty loop experience. You'll walk away with three specific things you can do when you get back to the office that will turn your next customer into a referral engine.(additional fee)

1:00 - 1:30

Exhibits Open

1:30 - 2:20

You & Your Competition: How to Dominate the Competition & Win the Business! (Owners/Managers Breakout)

Jay Feitlinger, StringCan Interactive

Do you wonder why some businesses grow exponentially while others struggle to make ends meet? Yes, larger marketing budgets help but smart marketing can be done to beat out the competition. In this session, Jay Feitlinger will explore this topic in-depth and offer solutions to owners and leaders of swim schools who want to gain ground in your local market with an in-depth business & competition evaluation. Jay will walk you through it with worksheets and free tools, and more to give your business a clear plan for moving forward.

1:30 - 2:20

Independence in Infant Swimming (Teachers Breakout)

Laurie Lawrence, Laurie Lawrence Swim School

Laurie Lawrence, Virginia hunt Newman recipient, has been involved in Infant aquatics for forty years.In this presentation, you will be educated and enthralled by remarkable video footage of Laurie’s grandchildren, whom he videoed monthly from birth. • Watch and understand the physical and cogitative development of infants through the adventures of Evie and Harper as they develop a love of the water on their aquatic journey to independence.• Understand why certain skills are taught and how they are implemented at different developmental stages in a child’s aquatic journey. • Get ideas to take home and add to your teaching bag of tricks.This presentation will challenge you to understand the developmental stages in infant aquatics as you watch two little girls learn to swim by the process of skill building through the various stages of:• breath control • submersion • floating • propulsive skills • breathing • and safety skills.

2:30 - 3:20

Everything I Learn About Running a Swim School I Learned from Pirates (Owners/Managers Breakout)

John Kirk, Little Otter Swim School

Aaargh you ready to learn what pirates can teach you about running your business. We will take a look at the way pirate ships were run and what we can learn from them. We will also talk about the role the captain of the ship versus the other crew. Did you know that pirate captains were elected by crew. We will explore the legends and myths of pirates and plenty of bad puns and even worse pirate jokes. So heave to, batten your main sails and have some fun!

2:30 - 3:20

A Window into the Child's Mind (Teachers Breakout)

Lana Whitehead, SWIMkids USA

Did you ever wonder why a student was moving in an uncoordinated way or reacting strangely to directions given? Most children have some retained primitive reflexes that can be awakened by fear or anxiety, affecting their ability to learn. The encouraging thing is that these reflexes can be integrated and weak underlying skills can be developed This presentation will demonstrate basic primitive reflexes and postural reflexes with their warning signs with easy to practice exercises that will help a child’s brain to function properly. This knowledge and practice can prepare an instructor with skills to help their students pay attention,learn and function efficiently.

3:20 - 3:50

Refresh & Regroup!

Exhibits Open

3:50 - 4:40

1 Minute Ideas ; Fishbowl (Owners/Managers Breakout)

Come ready with some of your challenges. Are you trying to figure out what retail works? Are you looking for a new way to recruit new staff? Do you want to thank your employees for their dedication but don't have much of a budget to do so? This session is your opportunity to get your questions answered by your peers. Find out what's working and what might not be working. Why reinvent the wheel when you can learn from others?

Through the incorporation of Ai Chi (think Tai Chi in the water) you will learn how to help older students and adults relax, overcome fear, and instinctively learn about the properties of water in those initial stages of learning to swim, before ever putting their face in the water to blow bubbles. These are techniques that can be applied in group and individual program settings, as a conduit to learning to swim. Ai Chi also provides an opportunity to educate students on water safety, and offers clear-cut distinctions in the developmental process of learning in the earliest stages of swim lessons. This is a session that would provide practical knowledge for swim instructors, and reduce the anxiety level of new clients.**You may participate in water or out**

4:40 - 6:00

Cocktails & Conversations

Exhibits Open

Dessert Before Dinner - First Time Attendees (invite only)

6:00

Palm Foyer

Dinner at Your Leisure

7:00 - 8:15

Commitee Member Breakfast

7:45 - 8:30

Exhibits Open

8:30 - 8:45

Morning Energizer

8:45 - 9:45

Turning Tragedy into Saving Lives

Wanda Butts, The Josh Project

The Josh Project was founded in 2007 by Wanda Butts in memory of her son, Josh, who drowned at a lake in 2006. Josh was on raft that capsized when his friends tried to get on it with him. Rather than allow his death to be just another tragic loss of life, Wanda has turned this tragedy into triumph by starting a water safety education program in Toledo, Ohio. Listen as Wanda shares her story, her mission and how she helps her community save lives.

9:45 - 10:30

Rehydration Station - Exhibits Open

Exhibits Open

10:30 - 11:20

Human Management

Mark Lebusque

Why is it that we keep operating a 100-Year Old Management System that desperately needs rewiring from a Robotic to a more Human approach and expect that it won’t burn down? IN this interactive keynote, Mark LeBusque challenges the notion that technical competence and a Robotic approach to Human Management has a place in a more Humanistic world. He proposes a simple 7 Step Process to “Rewire Managers” from Robots to Humans. It challenges the Managers to look “hard into their mirror” to create a differentiation in a world where humans are now “commoditised robots” and investment in their development needs to be repositioned to look inward rather than outward. It’s not some wild theory or new management model – it’s an experiment that he undertook when managing a team that resulted in significant improvements in employee engagement and business results.

11:30 - 12:20

How Safety and OSHA will Impact Your Company’s Future and Operation and Bottom line

Edwin G. Foulke, Jr. / Fisher Phillips

Under the Trump Administration, the Occupational Safety and Health Administration (“OSHA”) is anticipated to make a change-of-focus away from enforcement and more toward compliance assistance. However, many of the Obama Administration enforcement programs are still in place and will continue to impact all employers in the future. Even if change does occur, it is clear that companies benefit when management is committed to workplace safety and health as well as being in full compliance with OSHA standards and regulations. It is obviously crucial that employers maintain a safe workplace for both practical and the legal reasons. This program will examine the likely changes to OSHA under the Trump Administration while, at the same time, explaining how to develop a strategic and tactical safety system that will assist all small, medium and large employers in achieving operational excellence and profitability. This session will also explore the real benefits of an effective safety system and how it can assist in protecting the company's brand and reputation. Furthermore, this program will examine the challenges employers face when they attempt to meet both requirements for OSHA and safety as well as ADA and other employment regulations. Many employers fail to recognize the importance of the company’s Safety and HR Departments working together in addressing bot OSHA and HR issues involving employees in the work environment. In addition, the program will discuss how the Safety Department can work with HR in addressing certain legal issues involving return to work, drug and alcohol use, modified work, and reasonable accommodations. Finally, this program will examine how, when used properly, safety compliance can be a “profit center" and not another administrative costs.

12:20 - 1:50

Lunch in Expo Hall

1:50 - 2:40

10 ways Your Should be Using Social Media to Market Your Swim Business but Probably Aren’t (Owners/Managers Breakout)

Bess Auer, Blog Talk TV

You’re doing some great things with your swim school, so how do you let the public know? There are a variety of tools and apps that allow your smart phone to shine a spotlight on your school. Let your community know just what a leader and expert you are. Social media is not just Facebook and Twitter, so learn how to harness the power of this type of marketing to increase your business!

After this presentation you will be able to calculate the right price point for your services, look into new opportunities for revenue and profit growth in your business and have tools to help you. Bottom line: You’ll make more money!When was the last time you raised your prices considerably? Do you only incrementally raise prices every year? Are you nervous every time you raise prices? Are you unsure of the right price point for your services? Do you know exactly where you win and loose money? Do you know how many different costs you have and the exact cost for your services? Are your services priced optimally?If you have all of the answers under control then you’re pretty much on top of things (but I’m still confident you will benefit from this talk), if you do not you are like most of us and we’re going to fix that.Most businesses in the western world are not really aware of where the right price point for their products or services are and in addition to this they often chase revenue growth over profits. This is applicable for mum and dad shops and for Billion Dollar companies alike.We will look into the mechanisms behind it and into how you can avoid this trap and start strategically planning for profit growth instead.Don’t miss it!

3:15 - 4:05

Top Tips to Teaching an Adult to Swim (Teachers Breakout)

Holly Neumann, US Masters Swimming

Learn from the experts in adult swimming, U.S. Masters Swimming. This session will discuss techniques you can use to more effectively teach your adult clients to swim comfortably and confidently. Don’t miss your chance to get a peek at this leading adult-centered learn-to-swim method, and right away start applying USMS tips with your adult students. We’ll talk about approaches for the fearful nonswimmer, swimmers who never learned to breathe properly, and other typical adult clients.

4:15 - 5:15

Sharing Solutions: Best Practices, Round Tables

4:15 - 5:15

Challenging the Potential and Nourishing the Potential of Children with Special Abilities

Erin Seal-Grande, Seal Swim School

This presentation encourages instructors, owners, and managers to expect more from children with Special Abilities. I use video footage from one student with severe Cerebral Palsy and follow her progress from day 1 to present day. The presentation revolves around creating a Super Hero by challenging and expecting more. This presentation was the Key Note presentation for the 2016 SwimDisability Conference in Australia and the Nordic Baby Conference in Stockholm, Sweden.

7:00 - 10:00

Awards Banquet: Black & White Party

(additional fee)

8:15 - 8:45

Morning Energizer: ASSA & ISSSA, Intros

8:45 - 9:45

The Power of Having Fun!

Dave Crenshaw

What if you could accomplish far more than you’re accomplishing now, simply by having more fun? What if the only thing standing between you and the success you want to achieve is planning a consistent, relaxing break in your schedule? In The Power Of Having Fun: How Meaningful Breaks Help You Get More Done (And Feel Fantastic!) bestselling author of The Myth of Multitasking, Dave Crenshaw, will show you why the system of “work first, play second” is stifling your progress. Just as a desert traveler needs to continually find refreshment to reach a distant destination, so also do you require pre-established, consistent, meaningful “Oases” of time in your calendar.The Power of Having Fun will guide you through the revolutionary five-step system Crenshaw has taught to thousands to help them grow their businesses and advance their careers while feeling fantastic! Discover the science and power of these essential, rejuvenating moments that will replenish your mental, emotional, and social reserves on your journey toward success.

9:45 - 10:15

Rehydration Station - Crenshaw Book Signing

10:15 - 11:15

Saving Lives and Changing Lives

Rowdy Gaines

11:25 - 12:15

Changing Drowning Statistics : How Social Good & Public Relations Helps Communities & Your Business at the Same Time

Jim Spiers, Stop Drowning Now and Adam Katchmarchi, NDPC

Drowning statistics remain stubbornly high and consistent. They are worse than parents realize. How does USSSA turn this on its head? Is drowning risk education possible while helping our businesses at the same time? Strategic partners NDPA and Stop Drowning Now believe it is not only possible, but absolutely critical. Learn about the unique opportunity for swim schools to use NDPA and SDN resources to stand out, grow their bottom line and help end drowning in our lifetime. Learn how drowning deaths persist and how swim schools of every size can be the expert in their community, help their communities save lives and achieve amazing business results.

We all hope that we never have to face a crisis at our swim schools. But are you ready if the unexpected happens? Swim schools are a magnet for child predators. Through the story of the arrest of a swim teacher for child pornography at La Petite Baleen Swim School in San Francisco, we will go over some concepts to identify people who abuse children. We will also look at strategies and policies to deter them from wanting to work for you. Then continuing the story of what happened after the arrest will give insight into handling a crisis of any type. Hiring a PR firm, dealing with the press, supplying support and counseling to staff and customers, responding to social media, physical changes we made to our schools, putting new polices in place...and everything else we have learned from this horrific situation will be shared.

1:30 - 2:20

Play with Purpose (Teachers Breakout)

Nikki Miller

Have you ever had students drop their lessons because they lost interest? Because the lessons are too hard? Then your instructors need to learn how to teach through play. When kids can’t wait to return to class, and they are learning in every class, then you have a winning formula. This session will give several examples, and get your creative juices flowing to incorporate play of your own!

2:30 - 3:20

1 Minute Ideas to SAVE over $100/month (Owners/Managers Breakout)

Panel

2:30 - 3:20

Swim Curriculum 6 to 12 months old (Teachers Breakout)

Monica Anzueto, El Delfín de Chiapas

I will share with you some ideas and guidelines to promote and nourish global child development in your swimming program, paying attention to the emotional, social, cognitive and motor development, giving a plus to your program.

3:30 - 4:45

Sharing Solutions: Best Practices, Round Tables

8:00 - 5:00

Special Abilities Course

(additional fee)

8:00 - 1:00

Disney Backstage Tour

(additional fee)

Schedule subject to change

SPEAKERS

Keynote - Andrew Davis

Wednesday October 11th 8:35AM – 9:35AM
Who is Andrew Davis? Andrew Davis is a bestselling author and internationally acclaimed keynote speaker. Andrew Davis created programming for local television, produced for NBC’s Today Show, worked for The Muppets in New York and wrote for Charles Kuralt. He has marketed for tiny start-ups and Fortune 500 brands. In 2016, Davis founded Monumental Shift, the world’s first talent agency for marketing thought leaders.

Keynote - Wanda Butts

Thursday, October 12th 8:35AM – 9:35AM
The Josh Project was founded in 2007 by Wanda Butts in memory of her son, Josh, who drowned in a lake in 2006. Josh was on raft that capsized when his friends tried to get on it with him. Rather than allow his death to be just another tragic loss of life, Wanda has turned this tragedy into triumph by starting a water safety education program in Toledo, Ohio. Learn more about her inspirational story at this morning’s keynote.

Keynote - Dave Crenshaw

Friday, October 13th 8:45AM – 9:45AM
Dave will be talking about how important it is for adults to find their personal “Oasis.” What is an Oasis? These are pre-determined moments when you promote meaningful enjoyment in your life. Figuring out what is enjoyable to you and making these Oases happen is something Dave will cover in his keynote at the USSSA National Conference in Orlando, Florida. Dave’s upcoming book, The Power of Having Fun: How Meaningful Breaks Help You Get More Done-and Feel Fantastic is available for purchase and you will receive your copy at the conference.

Laurie Lawrence, a top athlete in his own right, is a former Australian Rugby Union Representative and Olympic and World Champion Swim coach. There would be few, who do not know of Laurie Lawrence or his spirited personality, his sense of humour or his zest for life. For those who know him well there would be no disputing that his manner is direct, sincere and honest. Whatever Laurie is involved in, he gives all of himself. He cares deeply about the people he influences and he refuses to rest until he has achieved his best. Laurie has been claimed as one of Australia’s favorite sons, and is admired by many Australians, from little children who attend his coaching clinics to International Corporate Leaders who look to him for inspiration and new ideas.

Mark Lebusque

Thursday, October 12 | 10:30 am – 11:30 am

Mark’s is universally known as the “Human Manager” and his proven techniques for energizing employees make him an internationally sought after speaker, facilitator, mentor and coach. His book BEING HUMAN has challenged the way Managers and Organisations view the value of the 100- year old Management system and has sparked a more Human approach across the globe.

Mark has developed and refined his “Human Manager” model over a 25-year career in sales, operations and general management, delivering measurable improvements in employee engagement, team performance and business results even in todays climate of fast paced change and uncertainty. He has rated as the No 1 Leader for Employee Engagement, Leadership and Career Development and skillfully combines reality with textbook theory.

Mark is Harvard Business School Trained and an accredited Practitioner in Adaptive Leadership and Instincts at Work

Rowdy Gaines

Friday, October 13 | 10:15 am – 11:15 am

Throughout the 1980’s Rowdy Gaines was the fastest swimmer on the planet. His world records
confirmed his place in swimming history. At the 1984 Olympic Games in Los Angeles, no swimmer won
more races than he did with his three gold medals in the 100M freestyle, the 4x100M freestyle and
medley relays. During his career he broke a total of 14 World Records.

Known as the voice of swimming, he has worked with CBS, TNT and ESPN as a regular announcer for
swimming and other events. The 2016 Games in Rio was his seventh Olympic telecast for NBC. He will be part of the broadcast team in 2020 for the Tokyo Olympic games.

We are please to have Rowdy present his keynote, Saving Lives and Changing Lives.

Edwin G. Foulke, Jr.

Thursday, October 12 | 11:30 am – 12:20 pm

Edwin G. Foulke, Jr. is partner at Fisher Phillips. He co-chairs the firm’s Workplace Safety and Catastrophe Management Practice Group. Prior to joining Fisher Phillips, Ed was the Assistant Secretary of Labor for the U.S. Occupational Safety and Health Administration (OSHA). Named by President George W. Bush to head OSHA in 2006, he served to bring workplace injury, illness and fatality rates dropped to their lowest levels in recorded history. For more than 30 years, Ed has worked in the labor and employment area, focusing on occupational safety and health issues, workplace violence risk assessment and prevention, whistleblower protection, and accident and fatality prevention. He is recognized as one of the nation’s leading authorities on occupational safety and health and is a frequent keynote speaker and lecturer on workplace safety, leadership development, and other labor and employment topics.

SPECIAL EVENTS

Now that you’ve learned all about the power of the Loyalty Loop in this morning’s keynote session, it’s time to put it into practice! In this interactive, fun and productive breakout session, keynote speaker and bestselling author, Andrew Davis will help you take the first steps in transforming your loyalty loop experience. You’ll walk away with three specific things you can do when you get back to the office that will turn your next customer into a referral engine.

The classroom workshop is comprised of discussions, video presentations, case studies, and interactive activities. The classroom workshop will provide participants with information on various disabilities, awareness and precautions associated with those disabilities, as well as instructional strategies and effective parent communication. Participants in the Special Abilities workshop will learn about some of the most common disabilities experienced in the aquatics industry, including Autism Spectrum Disorder. The interactive activities throughout the course will allow participants to learn from each other and gain a broader perspective on teaching individuals with special abilities. The Special Abilities Course is designed to provide a wide array of information so that participants have a solid foundation on which they can develop a special abilities program for their swim school or further develop their own individual teaching skills. A Certificate of Completion will be awarded at the end of the course.

Pre-Order Book Sale | Dave Crenshaw | The Power of Having Fun Book Signing | Friday, October 13 | 9:45 am – 10:15 am | $13 each bookThe Power of Having Fun talks about how important it is for adults to find their personal “Oasis”. What is an Oasis? These are pre-determined moments when you promote meaningful enjoyment in your life. Figuring out what is enjoyable to you and making these Oases happen is something I’ll cover in my keynote at the USSSA National Conference in Orlando, Florida. Enjoying Oases is broken down into three steps: 1. Mental Acknowledgment; 2. Emotional Acknowledgement; 3. Verbal Acknowledgement. David’s upcoming book, The Power of Having Fun: How Meaningful Breaks Help You Get More Done-and Feel Fantastic is available for purchase and you will receive your copy at the conference.

Disney’s Behind the Scenes Private Tour | Saturday, October 14th, 2017 | 8:15 am – 12:00 pm | $245.00 per person (space is limited)Peek behind the scenes at Epcot Cast Services to see how over 7,000 cast members prepare to make magic onstage; Visit the Walt Disney World Nursery to see where master gardeners create the world-famous topiaries and hanging baskets; and Find hidden details on Main Street U.S.A and navigate the legendary underground “utilidor” to see how they enable the unseen transport of Cast Members, deliveries and more.

Must be 16 or older; All guests must wear closed toed/closed heel shoes for safety purposes; No photography allowed backstage; A commemorative collectible pin will be provided to each guest
**Price does not include park pass**

Advance Purchase Savings on Specially Priced Disney Theme Park Tickets, available until 5 p.m. on October 7, 2017
Four world-famous Theme Parks, unlimited recreation, world-class shopping, and savory dining will ensure your stay is unforgettable! Whether looking for one-of-a-kind networking opportunities with colleagues, magical vacation experiences with family and friends before or after your meetings and events, or simply finding time to relax and unwind, take advantage of everything Walt Disney World® Resort has to offer. Walt Disney World® Resort offers something for everyone. Don’t miss your opportunity to spend a few extra days playing on championship golf courses, relaxing at luxurious spas or creating magical Theme Park memories with family and friends. Take advantage of specially priced Theme Park tickets to make the most of your visit.